O impacto do marketing digital nos periódicos científicos da Ciência da Informação no Nordeste do Brasil

Abstract

Based on the growing importance of the digital environment for scientific communication, this research starts from the premise that the mere availability of content on electronic platforms is not sufficient to effectively reach the target audience. In this context, digital marketing is approached as a strategic tool for promoting journals, enhanced by its visibility, reach, and engagement with the scientific community. Considering these premises, the present study aimed to discuss how digital marketing strategies are adopted and perceived by Information Science journals in the Brazilian Northeast. The specific objectives were: 1) to map the actions, strategies, and digital marketing tools used by Information Science journals in the Northeast; 2) to gather the perceptions of editorial teams regarding changes resulting from the use of digital marketing; 3) to identify whether there have been changes in the number of journal accesses following the adoption of digital marketing. The methodological choices for conducting the study included the procedural method (case study), the research level (descriptive), and the investigation technique and instrument (questionnaire). The main results show that, although digital marketing is still incipient in some journals in the field, there is a growing awareness of its relevance for strengthening scientific visibility and enhancing relationships with users. The research also addresses historical aspects of scientific communication, the development of Information Science in Brazil, the emergence of electronic journals, and the challenges of open science, including peer review and criteria for evaluating scientific output. It was concluded that the strategic use of digital marketing significantly contributes to expanding access to scientific information and strengthening academic communication in the field of Information Science.